Default Facebook Meta Title

For years, marketers have predicted that “this year” would be the year for mobile and advertising. Well, their predictions may finally come true, thanks in part to the rise of QR code technology.

So what are these strange symbols, and how can marketers begin using them to drive business?

What are QR codes?

A QR code is a barcode containing a hidden message, which is unlocked by using an application on one’s smartphone.

Here’s how they work the real world:

1. John Smith spots a QR code on a window cling of a restaurant.

2. He pulls out his smartphone (iPhone, Android, Blackberry) and opens a QR code reader application.

3. He holds his phone over the QR code, and the phone’s camera recognizes the symbol as a QR code.

4. The application then “reads” the QR code, and provides him with a link to read reviews about the restaurant.

The QR code can be programmed to provide users with either a block of text (a special message, phone number, address, etc.) or point consumers to a URL. If unlocking a QR code with a URL, users are able to visit that website directly from their mobile device, alleviating the need to remember the URL for a later visit. Through QR code technology, marketers are able to directly connect consumers with websites and Web content via real-world locations.

Why do marketers like them?

The marketing community is all abuzz about QR codes, meaning that you’ll likely see them everywhere in 2011.

But why are we as marketers so obsessed with the technology? A few reasons:

Simplification – When it comes to consumer marketing, the easier you can make things for people, the better your results will be. Through QR codes, we’re able to put a URL in the palm of consumers’ hands (almost literally), saving them from having to remember that Web address for a future visit. No more misspelled URLs. No more endless Google searches. Just think about the implications this could have for driving traffic.

Interaction – The general consensus among advertisers is that if someone engages with your ad, they’re going to be much more likely to remember it. QR codes create a direct interaction with advertisements, ensuring that your ad will get more than just some eyeballs here and there.

Eyeballs – Let’s face it, consumers ignore a lot of ads. There’s just so much competition out there, that’s it’s hard for marketers break through. But QR codes are different, and stick out among the clutter. They draw the ever-wandering eyeball, and could help drive impressions (at least until everyone else is using them).

Cost – One of our favorite things about QR codes – they’re completely free. You can visithttp://goqr.me (or a handful of other sites) to create your own.

Things to remember when using QR codes

Before you start throwing QR codes on every ad or piece of collateral, ask yourself the following questions:

What am I trying to accomplish? If your goal is to drive new email subscriptions, you may want to program your QR code to point to a landing page with an email sign-up form. Or if you’re looking to increase awareness and understanding about your products, your QR could point to a video that explains their benefits. Know your goals and use them to tailor your QR code campaigns.

Who am I trying to reach? We’ll admit it – QR codes aren’t for everyone. And they certainly don’t work for every campaign. So know your audience, and if you believe they’d gravitate towards something like a QR code, then use them. If not, save the real estate for something else.

Are you mobile friendly? This is probably the most important question you can ask yourself before using a QR code – is my website mobile-friendly? If not, might want to hold off, or point people to an external mobile-friendly site with your content (example: YouTube). Test your website on multiple smartphone platforms, and remember that the iPhone hates Flash.

So those are the QR code basics. If you have any questions or are looking for more information on QR codes, feel free to contact us here (and keep an eye out for some exciting news next week from MGH regarding QR codes):

An Intro to QR Codes

Find out more about MGH's capabilities

OTHER POSTS